American Eagle Outfitters: casual American fashion brand

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American Eagle Outfitters is an American fashion brand targeting mostly on 15-25 years old girls and boys. It provides high quality and trendy clothing at affordable prices. The brand was created in 1977 by Mark and Jerry Silverman as a subsidiary of Retail Ventures, Inc., a company which also owned and operated Silverman’s Menswear.
According to the company reports, their bestsellers are low-rise jeans, polo shirts, graphic T-shirts, boxers and briefs, outerwear, and swimwear.
In 1991 the brand was sold to the company’s shareholders Schottensteins. The new owners started to change the company’s positioning, and finally, it found its present niche: casual clothing for men and women selling private label clothing. Nowadays the brand is the most popular casual wear in the USA and Canada. Canada is the first state where American Eagle Outfitters started its international expansion. Now it is also sold in Dubai, Kuwait, and other countries.

As well, with the change of ownership the company started its range expansion. The most serious step was the creation of a clothing line, focusing on people between 18 and 32 years old.
This strategy worked, and in 5 years the American Eagle Outfitters company’s revenues increased 5 times and reached $1 billion by 2000. In 2008 the company reported total revenues of $3 billions.
At the beginning of 21th century American Eagle Outfitters decided to strengthen their success in more mature customers and launched a separate line called Martin + Osa which was focused on the costumers aging from 28 to 40 years. As the main line of the brand, Martin + Osa was a casual wear line. Hi-end quality and affordable price policy was strictly observed in the production and marketing of the line. However, the line wasn’t that successful as its predecessor, and in March of 2010 the company announced that all Martin + Osa will be closed.

However, the brand American Eagle Outfitters still makes attempts to expand their range, and in 2006 the new line of underwear aerie was launched. In 2008 new children’s clothing line 77kids was also launched.
Along with clothing and lingerie the company designs and manufactures men’s and women’s accessories.

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